The economic times | Article

Recently The Economic Times dated Oct 20th, 2022 published the article by our founder & CEO, Anubhav Sharma. In case you missed it, you can read it here

With all of the media fragmentation, a business narrative has emerged in terms of there being a sort of trade-off between spending money on traditional linear or streaming TV. That, in my opinion, is fundamentally incorrect. Linear TV remains the most scaled way to reach consumers, and advertisers clearly require streaming TV advertising to complement. The real question is how much of each to use in order to make the maximum possible impact on the bottom line while remaining cost-effective.

In a nutshell, the solution is to know is how much of a gap in sales engendered by TV advertising you create when you cut your TV ad spends, and whether that gap can be filled by deploying streaming video, yet with improved cost efficiencies. Current TV measurement solutions, particularly in silo, does not provide such insights. What is lacking is a common denominator for determining the value, depth, and reach of viewing instances across traditional linear and connected TV landscapes.

At SYNC, we use data and science to quantify the effectiveness of television advertising by capturing the immediate behavioural response to TV ads, the point at which viewers transition from passive to active. As a result, our clients can really see digital-quality insights for their TV advertising and, use the common currency that applies across the traditional linear and steaming TV to optimise video spends for improved ROI.